‘PartnerSHIPS’ With HAL


Holland America Line (HAL) has launched a new travel agent support program called PartnerSHIPS, rolling out all of the cruise line’s trade programs and services into a single platform making it easier for travel professionals to have full access to an at-a-glance menu of resources.

“We had a lot of conversations with our travel partners and the outcome is PartnerSHIPS,” said Eva Jenner, Holland America’s vice-president, North America field, charter and incentive sales. “The program includes several new amenity packages for groups, new marketing tools, a lower override commission threshold, and more guidance and support than ever before. Travel professionals are invaluable, and with PartnerSHIPS we’re showing our appreciation by making it easier for them to work with us.”

HAL’s popular Group Amenities Program (GAP) offers a choice of more than 30 different amenities, including specialty restaurant dinners, theme parties, group photos, beverage cards, shipboard credits and more. At the request of travel partners, the GAP menu now includes the option of earning a tour conductor with 10 paid guests rather than the standard 15.

On select sailings, group benefits have been extended even further. The new capacity-controlled GAP PLUS program offers a 1% bonus commission and a bottle of sparkling wine in each stateroom in addition to the standard GAP options.

For small affinity groups such as book clubs and school reunions, a new Connections group package includes two additional GAP points with the 1:10 tour conductor benefit, up to a maximum of two tour conductors.

Holland America has long been a favourite of multi-generational families and the new and improved Family Reunions package offers special perks for all family members, including stateroom upgrades, beverage cards and a Pinnacle Grill family lunch.

PartnerSHIPS makes earning override commission easier by lowering the revenue threshold for agents to reach the 11% commission level as part of Holland America’s override commission program. In response to partner requests for more perks at sales events and shows, an exclusive shipboard credit is now available for up to two such events per year.

Travel Agent Headquarters on the Holland America Line web site is an online resource where agents can easily access an array of marketing tools. In addition to promotional materials to support group sales, seasonal promotions and unique Holland America onboard features, a new, expanded and easy-to-use promotional tool kit will be launched in February that will feature customizable e-mails, fliers, print ads and digital banner ads.

To help travel professionals both onboard and ashore, a dedicated team is available to answer questions and provide guidance. During their cruise, groups can use the Onboard Event Services team, a go-to crew of experts on the special needs of groups. Ashore, Holland America employs an experienced sales team dedicated to charter and incentive groups, a resource available to all partners interested in this specialty market.